The pandemic has slowed the growth of the male grooming market, but now the sector is in sharp recovery and, globally, could reach $ 51.26 billion by 2025. The sector, which in 2019 had exceeded 46 billion in the world compared to 35 in 2016, it has slowed particularly in those countries that have experienced longer lockdowns, but is now recovering sharply and is heading towards 5.1% compound annual growth rate. According to Euromonitor data and a market analysis carried out by Cross Border Growth Capital, the losses in the sector, which reached 10% of the total volume globally and 14% in Italy, were caused in particular the limitations imposed on distribution actors and reduced consumer spending.
In the climate of uncertainty, the watchwords have been internationalization and innovation, with an increasing number of brands dedicated to male grooming that have focused on strengthening their e-commerce channels and developing a new range of products for the personal care, from beard wax to hair perfumes passing through shaving kits, thus stimulating the growth of the segment and the involvement of a new audience. According to the analysis carried out by Cross Border Growth Capital, at European level Italy is the most interesting market in a context in which the market in Germany has already reached 2.60 billion euros, and the United Kingdom (€ 1.98B).
In terms of products, on the other hand, with a value of 4.4 billion euros in 2020, the segment dedicated to men's fragrances and perfumes is the main representative of the sector (35%) with an expected annual growth of 2.7% in next 5 years. The men's toiletries segment (which also includes bath-shower products) follows closely, representing 34% of the total (€ 4.36B) and which is the most promising, with an expected growth of 3.3% per year, while the shaving products (31%) represent a segment that is currently worth 4.1 billion euros and which expects a growth of 1.1% between 2020 and 2025.
The growth of the sector is above all the
increasing attention of man towards beard, hair or skin care
which also translates into the search for services suited to these needs and that go beyond the home. While
specialized barber shops
were born in the United States to meet customer needs
- which today represent an industry that has exceeded 4.9 billion dollars -, in Italy tradition continues to prevail, which guarantees professionalism and experience, but which often does not adapt to modern times and new demands. Among the major problems: the reluctance to digital payments, schedules not in line with new lifestyles, an offer often made up of small operators mainly oriented towards a female or unisex audience. An exception is the made in Italy chain Barberino's which aims to overcome these limits on the one hand thanks to openings 7 days a week and the service exclusively dedicated to the male public, on the other through the development of specific products and a proprietary IT infrastructure thanks to to which customers can book treatments directly from their smartphone.Founded in 2015, it has 12 barber shops in Italy, divided between Milan, Rome, Turin, Brescia, Padua, Monza, and 1 in South Korea (in Seoul), a Barber School, an itinerant Barber Corner and two exclusive lines, including cosmetic products and accessories, composed in total of over 50 proposals, from colognes to shaving products to those for beard and hair care. “Barberino's was born with the aim of creating a brand with a strong Italian identity that can become the reference for luxury men's grooming at an international level. A winning recipe to transform what was a simple necessity, such as cutting your hair or shaving, into a classic and fashionable experience, to be enjoyed in all its nuances by combining the long tradition of Italian barbershop with new technologies and the latest innovations of the sector ",explain the founders Michele Callegari and Niccolò Bencini.